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Abstract
The aim of this study was to examine the impact the destination image of Alanya district which is a district of
Antalya, one of the main tourism centers in Turkey had on establishing destination loyalty. The sampling group
of the study consists of tourists who visited Alanya district of Antalya between the months of June and August in
2012. A survey containing scales pertaining to destination image and destination loyalty was used as a data
collection tool for the application and the collected data were analyzed by benefiting from statistical techniques
such as factor analysis, reliability analysis, arithmetical average, standard deviation, Pearson correlation analysis
and regression analysis. The study concluded that there was a positive and strong affiliation between the
destination image which was reported as positive in general by the participants and destination loyalty and that
cognitive image had a greater impact on establishing destination loyalty than affective image.
Key Words: Destination image, cognitive image, affective image, destination loyalty, Alanya
1. Introduction
Tourism is one of the sectors which have an important contemporary input in the economic progress of countries.
In addition to reviving the numerous sectors it is affiliated with, the tourism sector generates jobs and revenue
sources. On the other hand in addition to the changes and innovations in the demographic, socio-economic and
technological fields in tourism the competition among tourist destinations has increased significantly during
recent years. In this context the perceived images of destinations hold a significant place in terms of
competitiveness on the market (Martin & del Bosque, 2008). As many countries are endeavoring to develop their
country images in order to be able to compete with other destinations the image of destinations has become an
important subject in the market research of the tourism sector (Castro, Armario, & Ruiz, 2007).
One of the most important elements for tourism managers is understanding tourist behavior. If tourists can be
persuaded to return to a destination this will ensure both more revenue and an opportunity to establish closer
relationships with the tourists (Petrick, 2004).
Studies which have been carried out (Chon, 1990,1992; Court & Lupton, 1997; Baloğlu & McCleary, 1999;
Bigne, I. Sanchez, & J. Sanchez, 2001; Chen & Tsai, 2007; Choi, Tkachenko, & Sil, 2011) show that destination
image has an impact on the destination selection process of tourists and on their intentions to revisit a destination.
A positive image is established at the conclusion of a positive travel experience and this ensures that the tourists
assess the destination as positive. Destination image has an impact on the behavioral intention of tourists. More
importantly it contributes to tourists in revisiting the same destination (Chi & Qu, 2008).
The aim of this study was to determine the relationship between destination image and destination loyalty by
examining the impact the destination image of Alanya district which is a district of Antalya, one of the main
tourism centers in Turkey had on establishing destination loyalty. It is believed that the results from the study
will contribute to literature as well as relevant agencies, organizations and administrators.
2. Literature Review
2.1 Destination Image
The concept of image has been studied for years in areas such as marketing, customer behavior (Stepchenkova &
Morrison, 2008). There are various definitions available in literature regarding image. According to del Bosque,
Martin, and Collado (2006) image is the result from the perception customers have in terms of a company. In
other words, the image of a company consists of the impressions, beliefs and feelings a person has toward any
given company.
According to Nguyen and Leblanc (2001) image is the full extent of the impressions which an enterprise has left
in the mind of consumers. The impact an image has on the mind of the consumer materializes with the impact
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established by the conglomeration of advertising, public relations, word-of-mouth advertising and through the
experiences consumers have with the goods and services. The image of an enterprise is a significant variable
which can have a positive or negative effect on the marketing activities of the enterprise (Kandampully &
Suhartanto, 2000). The image of an enterprise has a major role in the marketing of the products and services of
the enterprise, in being accepted by the target groups, in being a well known name in the relevant market, having
a long marketing life and enhancing its market share (Bayuk & Küçük, 2008).
The first studies dealing with the concept of image in tourism were realized in the early 1970’s by Hunt (1971),
Mayo (1973) and Gunn (1972) (Stepchenkova & Morrison, 2008). The analysis and assessment of destination
image is important in terms of understanding tourist behavior. Many studies have revealed that image plays a
major role in the selection of a destination (Beerli & Martin, 2004). Destination image has been defined in
different ways by different authors in literature. These authors and their definitions are given in Table 1 (Martin
& del Bosque, 2008).
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Hypothesis: Destination image has a significant impact in the establishment of destination loyalty regarding
Alanya district of Antalya.
3. Methodology
The population used to determine the impact of destination image on destination loyalty consisted of the tourists
who visited Alanya district of Antalya province between the months of June and August. Instead of using all the
individuals in the population the “convenience sampling” method in which those individuals who were willing
participated in the sampling (Yıldırım, Altunışık, Çoşkun, & Bayraktaroğlu, 2001; Ural & Kılıç, 2011).
Accordingly the size of the sampling was calculated with the formula n = σ 2 .Zα2 / d 2 recommended for large
populations and quantitative research (NEA, 1965; Sekaran, 2003). The formula was established with the
parameters derived from a pilot application of 30 people in which standard deviation was σ=1; maximum
difference allowed between population and sampling effect size d=0,10 and α=0,05 theoretical values
corresponding to significance level was taken as Z0,05=1,96 and minimum sampling size calculated with the
formula was 385. Within this framework to account for incomplete, erroneous and unreturned survey forms
which were used as a data collection technique the application cover 420 persons and a total of 393 survey forms
were assessed.
The survey used as a data collection tool consisted of three parts. The first part of the survey of the study for
destination loyalty measuring was dedicated to the individual characteristics of the participants (nationally,
gender, age, educational level, profession, income level), the second part was devoted to the destination image
scale consisting of 17 articles and two basic dimensions (cognitive, affective) and the third part was committed
to 6 articles and two dimensions (intention to revisit, recommend) . The cognitive dimension of the destination
image scale consisted of five sub-dimensions (natural attractiveness, infrastructure, atmosphere, social
environment and value for money). While the scales used by Baloğlu and Mangaloğlu (2001), Parker, Morrison,
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and Ismail (2003), Byon and Zhang (2010) were employed in the study regarding destination image, the scales
used by Bridson, Evans, and Hickman (2008), Pike, Bianchi, Keer, and Pati (2010) in their studies were used for
destination loyalty. The survey form containing the individual characteristics and relevant scales was translated
into German, English and Russian and applied. Each item in the scales was subjected to the Likert (1961, 1967)
style of grading; and participants' views were scored as “Strongly disagree=1”, “Disagree=2”, “Neutral=3”,
“Agree=4” and “Strongly agree=5”.
Arithmetical averages and standard deviation values were calculated in order to portray the views of the
participants in terms of destination image and destination loyalty in the study. In addition the Pearson correlation
analysis was applied to determine the relationship between destination image and destination loyalty and a
simple multivariable linear regression model was established to determine the cause and effect relationship
between the variables. On the other hand factor analysis was applied for the structure validity of image and
destination loyalty scales and Cronbach’s Alpha coefficients were calculated to test the reliability of the internal
consistency in the study. SPSS 17.0 for Windows software program was used in the analysis of the obtained
data.
4. Study Findings
The distribution of the personal characteristics of the individuals in the sampling group of the study are presented
in Table 3.
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According to the findings in Table 3 42,5% of the participants consisted of tourists who were German
nationals, 27% were Russian and 30,5% nationalities (Dutch, Swedish, Norwegian etc.). 49,1% of the
participants were female, 50,1% were married, 59,8% were 40 of age and under, 46,3% had a high school
education and under while 51,4% had a monthly income of 2001€ and over. 31,3% of the tourists who
participated in the survey indicated that they were in Alanya for the first time while 36,6% were accompanied by
their families and 64,1% had arrived with a packaged tour.
The results of the factor analysis and reliability analysis (Cronbach’s Alpha) applied in the study for the
destination image and destination loyalty scales and the arithmetical averages and standard deviation values for
the views of the participants in terms of destination image and destination loyalty are presented in Table 4. As a
result of the factor analysis it is concluded that the eigenvalue of the destination image scale is more than 1 and
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that the factors explaining 76,690% of the total variance are collected under six factors while 75,752% of the
total variance for the destination loyalty scale are collected under two factors. The first five factors of the
cognitive image dimension regarding the destination image scale explain 61,994% of the total variance. All the
factor loads and item-total correlations regarding the articles are above the value of 0,40. On the other hand the
Bartlett’s test results of the factor analysis applied on the scales reveal that factor analysis is applicable (p<0,01)
and Kaiser-Meyer-Olkin values reveal that the level of the sampling volume is sufficient. In addition it has been
determined all of the calculated Cronbach’s Alpha values of the scales and sub-scales are over 0,70. These values
show that the internal consistency levels of the scales are sufficient.
A study of the arithmetical averages in Table 4 reveals that the general destination image ( Χ =3,92) and general
destination loyalty ( Χ =3,95) points are over 3 points which is a median value in the 1-5 point interval. These
values show that the tourists in the sampling group have a positive opinion of the destination image of Alanya
and that their levels of destination loyalty are also high. While it has been determined that the arithmetical
average values of “cognitive image” ( Χ =3,94) and “affective image” ( Χ =3,91) regarding destination image
are close to each other, the “social environment” ( Χ =4,05) factor has been calculated as the most positive
outlook for the cognitive image dimension. This finding shows that image of Alanya is perceived as a place
where the locals are friendly, helpful and that Alanya is perceived as a safe city. In addition, although the “natural
attractions” ( Χ =3,80) factor of the cognitive image dimension is considered positive by the participants it has
been ascertained that the average values calculated for this factor are lower than for the other factors. On the
other hand it has been determined that the average points for “recommend” ( Χ =4,04) in terms of destination
loyalty are higher than the average points for “revisiting” ( Χ =3,87).
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TABLE 4. Item, Subscale, and Total Scale Statistics for Destination Image and Loyalty Scale
Eigenvalues
Cronbach’s
correlation
Mean (1-5)
Item-scale
variance
loadings
Scales, Subscales and items
Factor
(± SD)
Alpha
% of
DESTINATION IMAGE 76,690 0,897 3,92±0,58
Cognitive image 61,994 0,809 3,94±0,64
Natural Attractions 4,235 24,911 0,768 3,80±0,72
Alanya has sufficient natural parks. 0,879 0,543 3,68±0,91
Alanya has sufficient natural beauty areas. 0,745 0,567 3,82±0,83
Alanya has a sufficient number of historical sites and museums. 0,771 0,598 3,89±0,86
General infrastructure 2,806 16,505 0,755 3,98±0,70
Alanya has quality accommodation facilities. 0,677 0,454 4,07±0,86
Alanya has an adequate tourism /tourist information network. 0,765 0,583 3,95±0,86
Alanya has standard hygiene and cleanliness conditions. 0,774 0,544 3,93±0,91
Atmosphere 1,183 6,957 0,760 3,93±0,72
Alanya has beautiful beaches. 0,457 0,468 3,94±0,97
Alanya has an attractive night life (entertainment). 0,554 0,495 3,91±0,86
Alanya has adequate sports and entertainment areas. 0,428 0,433 3,93±0,85
Social Environment 1,156 6,798 0,723 4,05±0,71
The people of Alanya are friendly and helpful. 0,489 0,423 4,15±0,82
Alanya is generally a safe city. 0,502 0,454 3,95±0,84
Value for Money 1,160 6,823 0,802 3,93±1,01
Accommodation prices in Alanya are reasonable. 0,501 0,562 4,17±0,86
Alanya is an affordable city. 0,421 0,579 3,70±0,94
I can get value for the money I pay in Alanya for a holiday. 0,433 0,461 3,91±0,80
Affective image 2,498 14,696 0,813 3,91±0,67
Alanya is an lively city. 0,768 0,554 3,88±0,80
Alanya is an exciting city. 0,789 0,488 3,86±0,81
Alanya is a pleasant city. 0,633 0,498 3,97±0,86
Kaiser-Meyer-Olkin Measure of Sampling Adequacy: KMO = 0,854; Bartlett's Test of Sphericity: χ2 = 5674,5; P = 0,000
DESTINATION LOYALTY 75,752 0,816 3,95±0,78
Intention to revisit 1,645 28,966 0,758 3,87±0,92
If I revisit Turkey my first choice will be Alanya. 0,689 0,465 3,80±1,07
I am considering revisiting Alanya in the future. 0,708 0,478 3,91±0,98
The probability that I come to Alanya again for holidays is high. 0,678 0,599 3,88±1,04
Recommend 2,657 46,786 0,793 4,04±0,79
I will say positive things about Alanya to those around me. 0,889 0,446 4,04±0,94
I will encourage those around me to come to Alanya. 0,834 0,502 4,06±0,92
I will recommend Alanya to other people. 0,856 0,465 4,02±0,88
When asked about a holiday destination I will recommend 0,871 0,509 4,05±0,91
Alanya.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy: KMO = 0,832; Bartlett's Test of Sphericity: χ2 = 6678,9; P = 0,000
The results of the Pearson correlation analysis applied for the relationship between destination image and
destination loyalty in the study are presented in Table 5. According to the findings in Table 5 the correlation
coefficients between the scales and sub-scales of destination image and destination loyalty are all positive and
significant (p<0,01). An examination of the Pearson correlation among the variables reveals that there is a strong
positive relationship (0,60<r<0,79) between destination image and destination loyalty (r=0,698; p<0,01). On the
other hand, the relationship between cognitive image and destination loyalty (r=0,683) was found to be higher
than affective image (r=0,579). This shows that cognitive image has a greater impact in the establishment of
loyalty. However, in comparison with the other factors contained within the cognitive image, the factor which
has the most impact on destination loyalty is “natural attractions” (r=0,647) while the factor with the least impact
was “value for money” (r=0,304). In addition the correlation coefficients in Table 5 show that destination image
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and its sub-dimensions had a greater impact on the “recommend” factor in comparison with the “revisiting”
factor for destination loyalty.
TABLE 5. Correlation Coefficients in Terms of The Relationship Between Destination Image and
Destination Loyalty
DESTINATION
Variable Intention to revisit Recommend
LOYALTY
DESTINATION IMAGE 0,623* 0,691* 0,698*
* *
Cognitive image 0,609 0,676 0,683*
* *
Natural attractions 0,592 0,625 0,647*
* *
Infrastructure 0,579 0,620 0,637*
* *
Atmosphere 0,534 0,611 0,607*
* *
Social environment 0,570 0,609 0,627*
* *
Value for money 0,268 0,313 0,304*
* *
Affective image 0,519 0,574 0,579*
*
p<0,001
The results of he simple regression analysis carried out in order to establish the impact of the general destination
image which is treated as an independent variable in the study on destination loyalty which is a dependent
variable are presented in Table 6; the results for the multivariable linear regression analysis applied regarding the
impact of destination image sub-dimensions on destination loyalty are presented in Table 7.
TABLE 6. The Results of A Simple Linear Regression Analysis Regarding The Relationship Between
Destination Image and Destination Loyalty
Independent variable bj S(bj) t p ANOVA
Constant 0,742 0,120 3,372 0,001* F=217,861
General Destination Image 0,819 0,056 14,760 0,000* P=0,000*
* 2
p<0,01 bj: coefficient S(bj): Standard error R =0,487
According to the findings in Table 6 the linear regression model between the variables has been found to be
significant (F=217,861; p<0,01). The calculated value of R2=0,487 explains the ratio; in other words that 48,7%
of the changes related to destination loyalty are explained by destination image. Accordingly the regression
model can be established as follows. This model reveals that an increase of one unit for destination image
ensures an increase of 0,819 with destination loyalty.
TABLE 7. Analysis Results of Multi-Variable Linear Regression for The Relationship Between Destination
Image Sub-Dimensions and Destination Loyalty
Independent Variables bj S(bj) t p ANOVA
Constant 0,162 0,120 2,136 0,032*
Natural attractions 0,263 0,052 5,066 0,000*
Cognitive
F=52,494
Atmosphere 0,153 0,056 2,733 0,007*
* P=0,000*
Social environment 0,197 0,060 3,301 0,001
Value for money 0,080 0,018 2,146 0,045*
Affective Image 0,127 0,058 2,199 0,028*
* 2
p<0,05; R =0,514
The findings in Table 7 show that the multi-variable linear regression model between the variables is significant
(F=52,494; p<0,01). In addition, it is evident that the coefficient pertaining to the sub-dimensions of the
destination image have a significant impact on the regression model (p<0,05). The calculated value of R2=0,514
reveals that 51,4% of the model are explained by the sub-dimensions of destination image (natural attractions
-NA-, infrastructure-IF-, atmosphere-AT-, social environment-SE-, value for money -VM- and affective image
-AI-). An examination of the t values of the coefficients with an impact on the model reveals that the most
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Vol.5, No.13, 2013
significant image factor sequence with an impact on destination loyalty are “natural attractions”, “infrastructure”
and “social environment”. This result supports the findings obtained from the correlation analysis. Accordingly a
multi-variable linear regression model for the estimation of destination loyalty-DL- can be established as
follows.
DL = 0,162+0,263xNA+0,212xIF+0,153xAT+0,197xSE+0,080xVM+0,127xAI
The results obtained from the correlation and regression analysis of the study support the hypothesis “The
destination image of Alanya district of Antalya has a significant impact on the establishment of destination
loyalty” of the study.
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relationship and impact of destination image and loyalty of tourists in terms of a destinations (Court & Lupton,
1997; Bignie, 2001; Chen & Tsai, 2007; Chi & Qu, 2008; Prayag, 2008; Alqurneh, 2010; Choi et al., 2011;
Lerputtarak, 2012). A study carried out by Chen and Tsai (2007) in Taiwan’s Kengtin region revealed that there
is a significant relationship between destination image and destination loyalty. The authors determined that
destination image has an impact on the intention to revisit a destination and the tendency to recommend it to
others.
In a study carried out by Lerputtarak (2012) with 500 foreign tourists in Thailand Pattaya showed that there is a
positive relationship of average level between destination image and the intent to revisit a destination. Similarly
in a study carried out by Court and Lupton (1997) it was determined that destination image had a positive impact
on the intent to revisit a destination. Bigne et al. (2001) determined a significant relationship between image and
intent to revisit and recommend.
In the study it was discovered that the relationship between cognitive image and destination loyalty was higher
than affective image. This finding shows that cognitive image has more impact in establishing loyalty. The study
revealed that the most effective factor regarding destination loyalty compared to the other factors comprising
cognitive image was “natural attractions”. There is no doubt that the main elements comprising a touristic
product are headed by natural attractions. Many authors indicate that natural attractions are significant for both a
touristic destination as well as the tourists in terms of assessing the destination and preferring it (Hunt, 1975;
Peters & Weiermair, 2000; Deng, King, & Bauer, 2002; Wirt, Pröbslt, & Haider, 2009).
Very many elements are important for a touristic destination. One of these is the element of image. The reason
for this is that image will enable a tourist to establish certain impressions in his mind about a destination he has
visited or intends to visit in the future. If the image of a destination is perceived as positive this will have an
impact on the probability, of tourists to revisit the destination and in recommend this destination to others.
Customer loyalty will emerge as a result of these characteristics. One of the main advantages of loyal customers
are the increased profits ensured by repeated visits. In addition, by spreading word of mouth positive advertising
loyal customers may be instrumentative in the preference of a destination by potential tourists on the market. For
this reason destination managers must take care to protect and develop the features which make up the image of
a destination (natural attractions, infrastructure, atmosphere, etc.). In addition, not only managers but the local
population and tourism operators have great responsibilities as well. Elements such as the attitude of local
populations towards tourists or the ability of the tourism operators to give the tourists value for their money will
also have an impact on the image of a destination.
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